A look at the Future of Journalism study released by Australian industry group the Media, Entertainment and Arts Alliance, which suggests that despite 700 job losses in the metropolitan news industry in the country since 2008, morale is still relatively high amongst working journalists.

The Guardian reports that Murdoch’s News Corporation is thought to be working with Apple to launch its new iPad newspaper, called ‘the Daily’, later this month.

According to the report, the newspaper will combine “a tabloid sensibility with a broadsheet intelligence” and that there is no print or web edition planned.

According to the US elite fashion industry journal Women’s Wear Daily, the Murdoch-Jobs “newspaper” will be run from the 26th floor of the News Corp offices in New York, where 100 journalist have been hired, including Pete Picton, an online editor from the Sun, as one of three managing editors. The editor of the Daily has not been announced, but observers are assuming it will be Jesse Angelo, the managing editor of the New York Post and rising star in the News Corp firmament.

[I]t is clear that a few years ago a blog really set you apart from crowd, but now with a plethora of people (including many who have no desire to become professional journalists) jumping on the bandwagon, standing out to the extent that the industry recognises you is becoming increasingly difficult – if not impossible.

Unless you have stuck upon a totally unique idea it is unlikely that your blog will be the reason you get a job. Using myself as a case study, I blog about areas that interest me (sport, Asian issues and the media) and I do okay out of it, but I don’t for one minute think that a potential employer will be impressed enough with this site to offer me a job.

If simply having a blog won’t cut it anymore, how else can journalism students make themselves stand out online?

Judging by their analysis, it seems that roles in specialist business journalism for publications based in London are your best bet:

The most telling items in the chart are the tiny slices for lifestyle and celebrity – the most popular media choices for j-students – and for general news reporting. Very few jobs are advertised in these areas (at least here).

Speaking at an event at City University London last night, Halliday, a technology and media reporter and Sunderland University graduate, said: “The most important thing I did at university, including my degree, was to blog and get online. That’s what got me the job.”

Lee, who also started blogging while doing his undergraduate degree at Lincoln University, echoed Halliday saying: “I credit everything I’ve got to my blog at university.

“There is no possible way that I would have been able to go into the BBC newsroom on the basis of my degree, or the basis of my freelance cuttings or the basis of my student newspaper. ”

While Quilty-Harper, a data mapping journalist, said having a good blog and presence on Twitter, which he could readily show to potential employers, was what got him his job after he finished his postgraduate degree at City University London.

The three online trailblazers yesterday revealed their experiences of how to “blog your way into a job”:

Build a brand

Using your blog to promote yourself correctly is essential. Halliday stressed the importance of “being yourself” and marketing yourself in a way that is “likable”. While Lee highlighted that you never know what part of your branding will be the most fruitful, so you must do it all.

Conversing, linking and networking
Linked to the above is the idea that you must be in active dialogue with as many people as possible to build a dedicated following. Part of this involves linking to people who are blogging about similar topics to you, to create a mutually beneficial relationship. However, do not forget that, as Halliday highlighted, it’s a “two-way street”. So don’t just push yourself, relationships – especially ones with journalists already in the industry – should develop organically. Use the net’s networks appropriately.

Be patient

You won’t go from 20 to 5,000 twitter followers overnight. Cultivating a twitter following and developing a community takes time, so don’t get too caught up on this. Make content the driving force behind your website or blog and the community will come.

Find a niche
With an increasing amount of people entering the blogosphere standing out is harder than ever before, but what could really help is finding a topic that nobody else or very few people are writing about. Lee blogged about his experiences of being a student in the developing online media using himself as a “case study”; Halliday created a hyperlocal blog about Sunderland; and Quilty-Harper had a blog about gadgets and technology. All three were unanimously behind blogs having a niche, as Halliday highlighted “journalists are paid to cover a single beat, so just do that”.

Advertising
Increasing traffic to your site is one of the most difficult elements of blogging, but all three panellists deplored the idea of buying advertising space to this end declaring it a waste of money. Instead they advocated networking and conversing with the right people as the means by which to increase your popularity.

Rajvir Rai is a postgraduate journalism student at City University London. He can found on Twitter @R_Rai.

A formal announcement is expected to be made later today in George Osbourne’s comprehensive spending review outlining the changes the government has made to BBC funding. But details of the plans have already been widely reported: the BBC itself reports that the broadcaster is set to have its licence fee frozen for the next six years, will have to take on the cost of its World Service and fund the Welsh language channel S4C.

News that the corporation would have to pay for the World Service was met with concern yesterday from the National Union of Journalists, which claimed Macedonian, Serbian, Vietnamese and Moldovan language services could close, or be “drastically cut” as a result.

The union also said it also fears job losses at the BBC World Service newsroom in London, the Turkish TV service, the Central Asian and Bengali services, the Spanish American service and the Arabic service. Job cuts could also impact on up to 350 jobs at the BBC Monitoring Service in Caversham, the union added. In a release from the NUJ, general secretary Jeremy Dear said:

The World Service is a vital source of quality journalism; people all over the world rely on the BBC to tell them the truth in times of crisis. If the Government slashes these essential services they will land a blow on objective news reporting and undermine Britain’s international reputation.

The publications El Pais, El Mundo, ABC and La Razon have removed 906 jobs between 2003 and 2009 from the 2,325 positions which existed seven years ago.

El Pais, which continues to be the largest employer, has reduced its payroll by 43 percent from 891 employees to 507. According to PRNoticias, the reduction does not mean that all the jobs have been lost because the Prisa Group transferred some of the newspaper’s divisions to other parts of the company.

However, the steeper reduction was introduced by ABC, which cut by half its personnel from 774 to 375 staff members. El Mundo also has less staff as it reduced its staff by 35 percent from 446 people.

The SFN blog also reports that 6,500 Spanish journalists are currently recorded as unemployed and it is predicted that this will increase to almost 10,000 by the end of the year.

Plans for a new sub-editing hub for News Limited’s titles in Australia, part of News Corporation, have been announced. More than 100 sub-editors and designers will move to the centralised production operation.